Twitter Brands Pore Over Weetabix's Bean Drama

Sure, it is kind of funny to see KFC get in an argument with Wendy's on Twitter, but what's really going on here? Is this even good marketing? As brands like this try to get personal with customers and each other, what kind of post-ironic soap opera is this? This is weird right? Like, it's kind of funny but this is mostly weird?

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